{"id":70477,"date":"2023-01-13T14:19:52","date_gmt":"2023-01-13T13:19:52","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=70477"},"modified":"2023-01-13T14:19:54","modified_gmt":"2023-01-13T13:19:54","slug":"le-crocodile-a-faim-lacoste-en-voie-de-rachat","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/le-crocodile-a-faim-lacoste-en-voie-de-rachat\/","title":{"rendered":"Le crocodile a faim : Lacoste en voie de rachat"},"content":{"rendered":"\n

Les crocodiles vieillissent bien, comme le prouve Lacoste<\/strong>. La marque au logo en forme de crocodile c\u00e9l\u00e8bre son 90e anniversaire avec un nouvel app\u00e9tit d’expansion.<\/p>\n\n\n\n

Pr\u00e9dateur de luxe en construction<\/h2>\n\n\n\n

Lacoste est de retour. La marque au crocodile a enregistr\u00e9 des ventes record de plus de 2,5 milliards d’euros l’ann\u00e9e derni\u00e8re, soit une croissance de 26 %. Au cours des cinq derni\u00e8res ann\u00e9es, les ventes de l’embl\u00e9matique marque de polos ont doubl\u00e9. Le PDG Thierry Guibert a r\u00e9ussi \u00e0 s\u00e9duire les jeunes consommateurs en proposant une offre plus tendance et en s’associant \u00e0 des artistes influents.<\/p>\n\n\n\n

Le propri\u00e9taire de la marque, le groupe suisse MF Brands<\/strong>, souhaite maintenant reproduire cette r\u00e9ussite avec d’autres marques. Pour renforcer sa holding, MF Brands recherche de nouvelles acquisitions dans le secteur du luxe : le groupe vise des marques actives \u00e0 l’\u00e9chelle internationale dont le chiffre d’affaires est d’au moins 500 millions d’euros, a d\u00e9clar\u00e9 Guibert \u00e0 FOX. Pas forc\u00e9ment dans la mode : l’hospitalit\u00e9 ou l’exp\u00e9rience pourraient \u00e9galement faire l’affaire.<\/p>\n\n\n\n

L’expansion est possible car MF Brands a rachet\u00e9 Lacoste en 2012 et a ensuite proc\u00e9d\u00e9 \u00e0 un grand nettoyage, tant au niveau de la marque au crocodile qu’au niveau du groupe. La holding suisse a vendu sa cha\u00eene de magasins de bricolage Jumbo Market<\/strong> et sa formule sportive Athleticum<\/strong>, pour ne garder que la mode haut de gamme comme Gant<\/strong>, Aigle <\/strong>et The Kooples<\/strong>. Les d\u00e9sinvestissements ont \u00e9galement r\u00e9sult\u00e9 en plein de liquidit\u00e9s. Une nouvelle holding de luxe \u00e0 la Kering <\/strong>ou LVMH<\/strong> semble donc \u00eatre en gestation, comme l’admet Guibert lui-m\u00eame.<\/p>\n\n\n\n

Plus de cr\u00e9ateur<\/h2>\n\n\n\n

Pour l’ann\u00e9e \u00e0 venir, Lacoste, qui f\u00eate ses 90 ans cette ann\u00e9e, pr\u00e9voit une croissance des ventes de 10 %. En 2024, le chiffre d’affaires devrait d\u00e9j\u00e0 repr\u00e9senter 3 milliards d’euros, contre 1 milliard en 2015. Cela devra se faire sans la directrice artistique Louise Trotter, qui a annonc\u00e9 son d\u00e9part la semaine derni\u00e8re. Il n’y aura pas de nouveau directeur artistique.<\/p>\n\n\n\n

Lacoste fera d\u00e9sormais tout r\u00e9aliser par son propre studio de design et par des collaborations avec divers artistes et cr\u00e9ateurs, justement pour cr\u00e9er encore plus de \u00ab buzz. Il fera \u00e9galement appel au public : les clients et les fans pourront apporter eux-m\u00eames leur contribution cr\u00e9ative. \u00ab De nos jours, beaucoup de marques r\u00e9fl\u00e9chissent comment elles peuvent ouvrir les possibilit\u00e9s, au lieu de d\u00e9pendre d’un seul directeur cr\u00e9atif, \u00bb a d\u00e9clar\u00e9 Guibert.<\/p>\n\n\n\n

Les \u00ab collabs \u00bb \u00e9taient d\u00e9j\u00e0 l’une des astuces utilis\u00e9es par Guibert pour rajeunir la marque ces derni\u00e8res ann\u00e9es. En outre, Lacoste a beaucoup investi dans la num\u00e9risation (un quart des ventes se font en ligne) et dans ses propres boutiques. Le dirigeant a \u00e9galement rachet\u00e9 les licences pour les chaussures de sport, la maroquinerie et les sous-v\u00eatements afin de mieux contr\u00f4ler l’image de la marque.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lacoste, la marque au logo en forme de crocodile, c\u00e9l\u00e8bre son 90e anniversaire avec un nouvel app\u00e9tit d’expansion.<\/p>\n","protected":false},"author":5,"featured_media":70465,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[],"people":[],"extra":[],"company":[1090,1089],"topic":[282,266],"region":[342,885],"class_list":["post-70477","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-lacoste","company-mf-brands","topic-acquisition","topic-resultats-financiers","region-france","region-suisse"],"acf":[],"yoast_head":"\nLe crocodile a faim : Lacoste en voie de rachat - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Lacoste, la marque au logo en forme de crocodile, c\u00e9l\u00e8bre son 90e anniversaire 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